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A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
A passion for better marketing Ernst & Young Marketing Conference Presentation
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A passion for better marketing Ernst & Young Marketing Conference Presentation

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A Passion for Better Marketing was the theme of the January 2011 Ernst & Young Marketing Team Conference that I was invited to speak at. This is the presentation that I gave to an engaged and lively …

A Passion for Better Marketing was the theme of the January 2011 Ernst & Young Marketing Team Conference that I was invited to speak at. This is the presentation that I gave to an engaged and lively session where some of the big questions got asked - why are we different? How do we win? How can I make a difference?

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  • So the important point here is that context is immensely important.I believe that many of the principles of building brands are common across all industries. This is because they are based on the psychology of ideas and this doesn’t change across categories. However for me these principles are applied in a completely different corporate and consumer context which means that building financial services brands needs a very different approach that other categories. And so I’d like to spend the next few minutes exploring some of these differences in context in the building of financial services brands. But first I can see that after 40 minutes of presentations some of you are flagging so let’s start with a quiz.
  • So the important point here is that context is immensely important.I believe that many of the principles of building brands are common across all industries. This is because they are based on the psychology of ideas and this doesn’t change across categories. However for me these principles are applied in a completely different corporate and consumer context which means that building financial services brands needs a very different approach that other categories. And so I’d like to spend the next few minutes exploring some of these differences in context in the building of financial services brands. But first I can see that after 40 minutes of presentations some of you are flagging so let’s start with a quiz.
  • The strategic goal of marketing in many businesses is to create a differentiated position in the market that gives you competitive advantage through cheaper cost of sales or price premium for example. Of the many principles that we could consider this is perhaps one of the most fundamental. Actually I’m not sure this has been proven effective for the main stream brands in financial services. If we look at our banks for example. A highly consolidated and inert market with very little to split apart the businesses products, performance or promise. Certainly not enough to encourage mass switching to occur except maybe in those more liquid and more easily gamed products like credit cards. After the disaster of the past few years I would observe that even more than usual our large financial services providers have hunkered down removing any obvious claims to be different and creating a melle of red, blue and green in the middle.I wonder whether actually there is an important insight that comes from this – that in highly consolidated markets where products are complex and risky, where human interaction is the key lever to get right, that actually the main difference between financial services brands and other categories is that....
  • Financial services are delivered through people and are long term relationships. And people are much harder to manage than a shampoo formulation.This gives us a paradox - that despite the fact that financial services organisations are rational, numbers driven places, at the heart of their business is humanity. The humanity of people delivering the end customer experience and the human beings choosing to buy or not. And the impact of human based delivery is unique amongst mass market product categories. In this regard banking is still a professional service more akin to the lawyer or accountant. Despite the commoditisation and intermediation of technology into financial services the product experience is often made or broken by a human interaction whether that be through a call centre, branch or online chat. In financial services the brand should be something to get behind rather than hide behind
  • Transcript

    • 1. Ernst & Young Marketing Conference
      January 2011
      A Passion For Better Marketing
      Justin Basini
      www.basini.com www.i-allow.com
      © Justin Basini, 2011
    • 2. FEEL
      THINK
      DO
      © Justin Basini, 2011
    • 3. A Passion for Better Marketing
      1/31/2011
      A Passion for Better Marketing – Ernst & Young Conference
      © Justin Basini, 2011
      3
      My Better Marketing Goal is:
      I NEED TO DO:
      I NEED TO THINK:
      I NEED TO FEEL:
    • 4. COMMODITISATION
      GROWTH
      DIFFERENTIATION
      © Justin Basini, 2011
    • 5. 5
      © Justin Basini, 2011
    • 6. 6
      2,000% PREMIUM
      1p per 10g
      20p per 10g
      © Justin Basini, 2011
    • 7. COMMODITISATION
      There are no commodity markets, only commodity marketing
      © Justin Basini, 2011
    • 8. GROWTH
      In most markets growth has stalled which means the game has changed
    • 9. Hunting
      for growth opportunities
      Stealing share
      from competitors
    • 10. 10
      DIFFERENTIATION
      How important is it to be different?
    • 11. Different?
    • 12. The top 20% most differentiated companies account for 66% of the growth in the market
      20%
      56%
      Source: Deutsche Bank survey of the effect of brands and advertising on 50 global brands in 5 sectors, 2008
    • 13. Different?
      DIFFERENT?
    • 22. 1/31/2011
      14
    • 23. FEEL
      THINK
      DO
      © Justin Basini, 2011
    • 24. THINK
      © Justin Basini, 2011
    • 25. THINK
      Become an intelligent business
      1
      2
      Spot and exploit trends
      Understand the customer experience
      3
      © Justin Basini, 2011
    • 26. 18
      © Justin Basini, 2011
    • 27. 19
      1
      Generate great content and ideas
      Make the content compelling – any place, any channel, any time, anywhere
      2
      © Justin Basini, 2011
    • 28. © Justin Basini, 2011
    • 29. 1/31/2011
      21
      © Justin Basini, 2011
    • 30. 1/31/2011
      22
      © Justin Basini, 2011
    • 31. FEEL
      ENERGY & MOMENTUM
      CREATIVITY
      © Justin Basini, 2011
    • 32. © Justin Basini, 2011
      © Justin Basini, 2011
    • 33. Momentum counts for a lot in professional services – how do you become the brand with momentum
      TIME
      Source: Deutsche Bank analysis of M&A advisory market 1998-2005
      © Justin Basini, 2011
    • 34. 1/31/2011
      26
      CREATIVITY
      © Justin Basini, 2011
    • 35. 1/31/2011
      27
      © Justin Basini, 2011
    • 36. 2007
      Change in Key Concepts in Financial Advertising and Branding
      Opportunity
      Expertise
      Security
      Vision
      Winning
      Reliabilty
      Leadership
      Simplicity
      Guidance
      Nurturing
      Family
      Challenge
      Performance
      Real
      Home
      Partnership
      Excellence
      Authenticity
      Aspiration
      Identity
      Service
      Togetherness
      Dedication
      Pride
      Trust
      Commitment
      Balance
      Character
      Growth
      Future
      Goals
      Connection
      Care
      Risk
      Loyalty
      Experience
      Innovation
      Faith
      Tradition
      Moderation
      Integrity
      Roots
      Stability
      Comfort
      Dreams
      © Justin Basini, 2011
    • 37.
    • 38. © Justin Basini, 2011
      © Justin Basini, 2011
    • 39. © Justin Basini, 2011
    • 40. © Justin Basini, 2011
    • 41. 2009
      Change in Key Concepts in Financial Advertising and Branding
      Security
      Expertise
      Home
      Opportunity
      Winning
      Reliabilty
      Vision
      Leadership
      Guidance
      Real
      Nurturing
      Challenge
      Performance
      Family
      Partnership
      Excellence
      Authenticity
      Future
      Service
      Identity
      Pride
      Togetherness
      Tradition
      Trust
      Dedication
      Commitment
      Balance
      Character
      Goals
      Aspiration
      Care
      Moderation
      Simplicity
      Connection
      Risk
      Loyalty
      Experience
      Faith
      Growth
      Dreams
      Innovation
      Roots
      Stability
      Integrity
      Comfort
      © Justin Basini, 2011
    • 42. © Justin Basini, 2011
    • 43. © Justin Basini, 2011
    • 44. © Justin Basini, 2011
    • 45. © Justin Basini, 2011
    • 46. © Justin Basini, 2011
    • 47. © Justin Basini, 2011
    • 48. © Justin Basini, 2011
    • 49. © Justin Basini, 2011
    • 50. THE NEED FOR SPEED
      DO
      © Justin Basini, 2011
    • 51. 43
      Time to market is 10% of what it was 20 years ago
      1
      Fast-prototyping
      Collaboration so ideas don’t get shot down
      2
      Clear, accountable, and demonstrable goalposts
      3
      © Justin Basini, 2011
    • 52. 1/31/2011
      44
      Get Engaged! Get Connected!
      Connected within the team
      1
      Connected with the strategy and brand
      2
      Compelling and passionate about what you can contribute
      3
      © Justin Basini, 2011
    • 53. © Justin Basini, 2011
    • 54. My first book out in June 2011
      Find it on Amazon (search Basini) and feel free to pre-order it!
      Thanks!
      © Justin Basini, 2011
    • 55. Ernst & Young Marketing Conference
      January 2011
      A Passion For Better Marketing
      Justin Basini
      www.basini.com www.i-allow.com
      © Justin Basini, 2011

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